# Unique Oil-In-Jelly Cleansers fresh Highlights Its Soy Cleansing Jelly Balm By Kalin Ned | Published 2026-08-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/soy-cleansing-jelly-balm References: [fresh](https://www.fresh.com/us/shop/skincare/cleansers/soy-cleansing-jelly-balm-H00008954.html?srsltid=AfmBOooloN0BVXXevLfQK32wYdFOLRY4_XPXbswPPcpuwBDJvzQL4DKs)  fresh has introduced the Soy Cleansing Jelly Balm — a first-of-its-kind [oil-in-jelly cleanser](https://www.trendhunter.com/trends/futurewise) that represents the first major expansion of the brand's iconic Soy franchise since the original [Soy Face Cleanser](https://www.trendhunter.com/trends/calming-cleansing-balm), which launched in 1994. This innovation debuts following three years of development and more than 62 formula trials. The Soy Cleansing Jelly Balm achieves a unique texture that transforms from [jelly to oil to milk](https://www.trendhunter.com/trends/oil-in-gel) as it is massaged onto the skin. The formula is powered by hydrating soy proteins rich in water-binding amino acids, chlorella extract derived from green algae that clinically reduces excess sebum and the appearance of enlarged pores, and an innovative oil-binding complex featuring oils commonly found in makeup and sunscreen. Image Credit: fresh ## Trend Insights (Trend Hunter) - Score: 8.6/10 - Popularity: 84% | Activity: 90% | Freshness: 83% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Transformative Texture Cleansers:** Multi-phase formats that shift from jelly to oil to milk create premium sensorial skincare experiences while improving makeup, sunscreen, and residue removal. - **Bioactive Ingredient Blends:** Soy proteins, algae-derived extracts, and targeted oil-binding complexes reflect growing demand for formulas that combine hydration, pore refinement, and cleansing performance. - **Franchise-led Product Expansion:** Legacy beauty lines are being refreshed through adjacent formats that preserve brand equity while introducing novel usage experiences to loyal consumers. ### Who This Affects Most - **Skincare:** Advanced cleanser formats are expanding the category beyond basic purification toward hybrid products with treatment-inspired benefits and elevated textures. - **Beauty and Cosmetics:** Innovative removal systems designed for makeup and sunscreen create white space for multifunctional products that bridge cleansing, prep, and skin health. - **Personal Care Manufacturing:** Complex texture transformations and ingredient delivery systems signal opportunities for formulation specialists to differentiate through performance, stability, and sensory design. ## Related on Trend Hunter - [Popular Soothing Jelly Cleansers](https://www.trendhunter.com/trends/soothing-jelly-cleanser.md) - [Sensorial Jelly Soaps](https://www.trendhunter.com/trends/jelly-soap-collection.md) - [All-In-One Soybean Cleansers](https://www.trendhunter.com/trends/pure-soybean-cleansing-milk.md) - [Jelly Oil-Control Toners](https://www.trendhunter.com/trends/oil-balancing-jelly-toner.md) - [Soybean-Powered Natural Oil Cleansers](https://www.trendhunter.com/trends/soybean-cleansing-oil.md) - [Milky-Gel Hybrid Cleansers](https://www.trendhunter.com/trends/milkysoft-face-and-body-cleanser.md) - [Soy-Based Face Cleansers](https://www.trendhunter.com/trends/soy-face-cleansers.md) - [Mung Bean Cleansing Oils](https://www.trendhunter.com/trends/mung-bean-cleansing-oil.md) - [Limited-Edition Cartoon-Themed Cleansing Balms](https://www.trendhunter.com/trends/original-cleansing-balm.md)